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The Year in
Review and the
Year Ahead
Thursday, December 12, 2024
9th Edition
9th Annual Edition
Chris Adams
Head of Research & Insights,
Miles Partnership
With You Today
Karin Mast
Senior Vice President,
Miles Partnership
Mike Coletta
Senior Manager of
Research & Innovation,
Phocuswright
Alicia Schmid
Director of Research,
Phocuswright
Madeline List
Manager of Research &
Special Projects,
Phocuswright
Mitra Sorrells
Senior Vice President of
Content,
Phocuswright/PhocusWire
With You Today
Agenda
1. Trending Technology
2. Marketing Reimagined
3. Hospitality Insights
THE THREE TRENDS OF 2024 & 2025
Generative AI Virtual Reality Augmented Reality
2023 2024
Other
None
Home décor/appliances/furniture
Vehicles/automotive goods and services
Fashion, cosmetics and accessories
Restaurants/bars/nightlife
Financial/insurance services
Health/medical services
Food/cooking/recipes
Leisure travel
Entertainment/arts
Leisure travel Food/cooking/
recipes Entertainment/arts Restaurants/bars/
nightlife Health/medical
services Financial/insurance
services Vehicles/automotive
goods and services Fashion, cosmetics
and accessories Home décor/
appliances/furniture None of the above
18-34 35-54 55+
Ideas about where
to go Researching flights Comparing and
choosing
destinations
Researching
hotels/short-term
rentals
Getting ideas
about things
to do
Putting together an
itinerary Comparing and
choosing things to
do
Researching car
rentals Booking/reserving
trip components Language
translation
Past Future
•
•
•
•
Trending
Technology
Insights & Examples
Artificial Intelligence
Which of the following describes your current activities on AI?
(Select all that apply)
●No specific activities - we are still reviewing AI
●We are still testing and piloting AI solutions
●Using AI in marketing & communication (eg: advertising, content)
●Using AI in customer service role (eg: ChatBots)
●Using AI in back-office areas (eg: coding, accounting, HR)
●Have policies guiding your use of AI
●Not sure
SURVEY
DMOs + AI Examples
Destination
Vancouver -
personalization
and integrated
AI concierge
Switzerland
Tourism -
internal AI
tools
including
personas and
support AI
Tourism
New Zealand
- AI trip
planner and
tools
Destination DC
- multiple
internal team
AI scaling,
including
creative and
HR
AI Collaborations
Visit Madrid
VisitMadridGPT project with Microsoft
Smart Dublin
Dublin City Council & OpenAI
SEARCH & DISCOVERY DISRUPTION: AI SEARCH OPTIONS
Search &
Discovery
Disruption
o25% of Lodging
Bookings*
o25% of Popular
Destination Search
(>3 words)
Insights from:
*GenAI defined as OpenAI, Gemini, and Copilot. Conversions January and September 2024
Key
Takeaways
1. Measure & manage disruption
2. Have a future-focused content strategy
3. Make content & data AI-ready
4. Leverage AI marketing tools
5. Be flexible & adaptive
AI OPENER FOR
DESTINATIONS
2024 program which brought together 60
DMOs across Europe and North America to
collaboratively explore and responsibly
strategize the AI landscape.
●30+ expert speakers
●25+ use cases shared
●Monthly sessions
●DMO usage survey & report
●Comprehensive resource center
2024
Over 60 Participating Destinations!
INITIATED BY
Find out more and grab
some free resources!
ALL NEW!
AI OPENER FOR
DESTINATIONS
2025
INITIATED BY
Join us and tackle AI's toughest challenges with
expert advice, industry case studies and
practical resources.
Secure your
spot today!
hold for
updated QR
code
•
•
•
•
3 nights or less 4-6 nights 7-13 nights 14+ nights
2021/22 2022/23 2023/24
No business/leisure only Included business
2021/22 2022/23 2023/24
Views/scenery Price of lodging Natural
attractions Price of airline
ticket Cultural
attractions Appeal of
hotel/lodging
amenities
Affordability of
dining and
shopping
Available
activities
U.S. Europe
Natural attractions Cultural
attractions Guided tours Ticketed
events Active/adventure
activity
U.S. Europe
General search Google
Maps OTA Travel
review
sites
U.S. Europe
Short-rerm rental sites
U.S. Europe
Travel supplier
sites
U.S. Europe
Tour packages Social media
posts
(personal network)
Social media
posts
(celebrities)
Metasearch Travel guide
sites Destination
sites Magazine/
newspaper
sites
U.S. Europe
Ideas about where
to go Researching
flights Getting ideas
about things
to do
Comparing and
choosing
destinations
Researching
hotels/short-term
rentals
Comparing and
choosing things to
do
Putting together
an itinerary Researching car
rentals Language
translation
Hotel (total) STR Bed & breakfast
or inn All-inclusive
resort Vacation home
that you, friends
or family own
Cruise Hostel Timeshare
2021/22 2022/23 2023/24
Hotel (total) Budget hotel/motel Midscale hotel/resort Upscale hotel/resort Luxury hotel/resort
2021/22 2022/23 2023/24
No difference
Short-term Rentals
Hotels
OTA Travel supplier website/app Calling travel suppliers
2021/22 2022/23 2023/24
Hospitality
Insights
Insights & Examples
Insights in Action
Hospitality
Insights in Action
Hospitality
Insights in Action
Hospitality
Photos courtesy of Better Living and Ocean Casino Resort
Insights in Action
Hospitality
Planning Sharing
Facebook Instagram X (formerly known as Twitter) Snapchat TikTok YouTube
Friends or family Influencers/creators
or bloggers/vloggers OTAs Travel review sites Restaurants, bars
or shops
(in destination)
A hotel/
accommodation
brand
Metasearch DMO A specific hotel or
property
Consulted in planning Following
Marketing
Reimagined
Insights & Examples
Content & Storytelling
1. Short
2. Social
3. Smart
Cheat Meals, Visit Virginia Beach
Visual Storytelling Example
Cheat Meals, Visit Virginia Beach
EMAIL RENAISSANCE
Email has seen a 94%
lift as a PREFERRED
channel to learn
about new
destinations
Question: Where would you
generally be MOST RECEPTIVE to
learning about new destinations
to visit?
The State of the American Traveler,
Future Partners
2022 – November 2024
EXPERIENCES are
growing up to 3x the
rate of hotel and
airline bookings
Airbnb Experiences Relaunch May 2025
Airbnb Experiences Relaunch May 2025
Q&A
The Year in Review
and the Year Ahead
Key
Takeaways
1. Invest in being AI-ready
2. Keep experiences at the center
3. Quality content is critical
Upcoming Webinar
Thursday, May 15
3pm ET / 12pm PT
Harnessing the Power of AI
